Fifty-six percent of smartphone owners said they planned to use their device while watching the Super Bowl XLVI, according to a new report from IAB.

In the ?Super Bowl goes mobile? report, the IAB looked at the habits of United States mobile device owners who planned to use their device as a second screen during the game. In particular, the study looked at which mobile activities will be most used during the game.

?The Super Bowl has long been one of the most-watched telecasts of the year, and in these days of hundreds of channels it is one of the few things that a large chunk of the U.S. population all watch together,? said Joe Laszlo, senior director at IAB Mobile Marketing Center of Excellence, New York.

?As a major communal, social event and a prime example of appointment TV, people will almost certainly arrange their lives to watch the big game on a big screen if they can,? he said.

Super mobile
The study surveyed 2,217 U.S. adult consumer online and found that 70 percent said they planned to watch the Super Bowl.

The study also found that 45 percent of tablet users plan to use their device during the Super Bowl game.

Additionally, one in ten consumers who plan to use their device during the game will use it to say they will use their device to access information about Super Bowl advertisements while watching the game.

Per IAB, age will make a big impact on how consumers watch the game via mobile.

For example, 74 percent of mobile users aged 18-34 say they will interact with their device significantly during the game. Fifty-one percent of users plan to use their device to text, email and message during the game.

Additionally, sports fans will be on the go while watching the game. Sixty-two percent of consumers surveyed said they planned to watch the Super Bowl away from their home. Of the consumers who will watch the game at home, 53 percent said they planned to use their mobile devices.

Four percent of consumers surveyed said they planned to watch the game exclusively on their devices, pointing to the importance that mobile plays with other channels.

The study also looked at how consumers will use their desktops during the game.

Forty-one percent of consumers said they plan to look up information relevant to Super Bowl advertisements while on their desktop, showing that although mobile is important to the upcoming event, Web is still outpacing mobile.

Mobile eyeballs
The IAB research signals the growing trend of mobile and TV interaction.

TV viewers are increasingly using multiple devices while watching television and using them to access relevant information.

For an event as big as the Super Bowl, marketers need to use as many opportunities as possible to attract consumers.

This Super Bowl, mobile is slated to be used increasingly by brands for their multiscreen efforts.

For example, Coca-Cola is using its Super Bowl advertising to drive mobile donations for its Arctic Home campaign (see story).

?The big driver of more sophisticated mobile behavior really comes down to device ownership,? Mr. Laszlo said.

?Posting and checking on social media sites is a significant mobile device activity, as is getting quick hits of news and information,? he said.

Final Take
Lauren Johnson is editorial assistant on Mobile Marketer, New York